By Prof Dr Ian Blackshaw
It has been reported that the World number one darts player, Luke Littler, has landed a record sponsorship deal with Target Darts (Target), which is worth £20 million (around €23 million) over ten years.
Earlier this month, Littler, who is British and only 18 years old, claimed the £1 million (around €1.15 million) prize for winning the World Darts Championship, and already has 10 major titles to his name.
Target has stated that:
“The deal is the largest agreement in darts history between a brand and a player."
Littler has stated that:
“Target has believed in me from day one."
He is also managed by Target, which sells a range of equipment, including Luke Littler darts, dartboards and playing shirts.
Littler is currently preparing for the World Series double-header, which is due to take place later this month in Bahrain and Saudi Arabia.
Prof Dr Ian Blackshaw may be contacted by e-mail at ‘